ashmei and the ultimate performance fibre

Advertiser content: This summer, the premium British sportswear brand ashmei has teamed up with The Woolmark Company to roll out a campaign called “Be Cool in Wool” that champions wool as the ultimate performance fibre in high temperatures.

This summer, the premium British sportswear brand ashmei has teamed up with The Woolmark Company to roll out a campaign called “Be Cool in Wool” that champions wool as the ultimate performance fibre in high temperatures.

Filmed on Matthew and Cherie Coddington’s property ‘Roseville Park’ near Dubbo NSW, the campaign film features Perth-born adventure cyclist Jack Thompson testing Merino wool gear for its breathability, odour resistance and thermoregulation properties for long distance cycling and running, particularly for the summer months.

Taking advantage of the explosive growth in demand for sportswear and activewear, wool’s position as a technical fibre allows it to meet increasingly demanding consumer needs forcomfortandperformance.

Wool is recognised by leading sportswear brands - such as ashmei - and manufacturers for its technical benefits.

“You could say that Merino wool was the principal driver for me launching ashmei in thefirst place,” said Mr Brooke.

“I found myself running in Merino ski base-layers that I’d had for years because they were keeping me more comfortable than the synthetic alternatives available at that time. At this point I identified there was a gap in the market for a sportswear brand that focused on a no-compromise approach to performance Unsurprisingly, Merino wool was a major feature in our debut collection.

“The public has been brainwashed to believe synthetics are a higher performing fibre. I think that this is down to major players in the sportswear market promoting its benefits of wicking and drying. However, what they don’t tell you is the fact that synthetics warm you up and actually make you sweat more.”

Natural, renewable and biodegradable, Australian Merino wool is one of the most breathable fibres of all common apparel types. This is because wool fibres can absorb large quantities of moisture vapour - twice as much as cotton and 30 times as much as polyester - and allow it to evaporate, making wool garments feel less clingy andmorecomfortabletowear than garments made from other fibres. This also helps to keep the skin drier and prevent the build-up of sweat, bacteria and unpleasant smells. The unique chemical structure of wool enables it to absorb and lock away odours which may develop, and only release them on washing.

The Woolmark Company partners with leading sportswear brands, such as ashmei, to educate, promote and ultimately drive demand for Australian Merino wool. This is just one of many examples of how woolgrowers are investing in the future of their industry.